Waitrose Create Not Hate

John Lewis & Waitrose partnered on an initiative with the charity, Create Not Hate which was founded by Trevor Robinson OBE and seeks to improve diversity in the creative industries. The programme delivered workshops, mentoring and paid work placements to young people from a variety of backgrounds. One candidate has already secured a full time role in a marketing agency.

Made up of young people aged under 25 from two London Boroughs and Partners from John Lewis and Waitrose stores, the candidates were given the brief ‘Made in the UK’ and their ideas were developed over a series of workshops. The candidate’s idea, ‘The People’s Potato’ won and was brought to life as four recipes and a campaign for Waitrose across Weekend Newspaper, waitrose.com and social.

Concept and Creative Direction – Zaina, Oswald, Megan and Ellie
Creative Direction, Programme Management, Candidate Support – Create Not Hate / Quiet Storm
Recipe development, design, art direction, art working, production, copy writing – Waitrose Development and Waitrose Content & Design
Photography: Con Poulos. Stylist: Sian Davies.